Marketing Complex in Increasing Competitiveness of Ukrainian Commercial Banks in Modern Conditions

Abstract

The relevance of the topic of the research is caused by the fact that in the current conditions of development of Ukrainian banking system, when the competition in the banking products market decreased significantly, the magnitude of deposit rates and credit rates are high enough, commercial banks of Ukraine should look for ways to improve their competitiveness, that will allow to retain existing customers and attract the new ones. This problem can be solved by improving some components of the marketing complex of commercial bank. The aim of the article is developing of proposals for increasing the competitiveness of Ukrainian commercial banks by individual components of its marketing complex. The substantiation of the directions of increasing the competitiveness of commercial banks have to be preceded by an analysis of the situation of banking products and the competitive environment in the banking market. It should be noted that during 2012 - 2019 the total amount of Ukrainian banks decreased in 2.4 times, but the amount of banks with 100% foreign capital increased. Based on the methods of statistical analysis, the existence of positive changes in the banking system of Ukraine was determined - there was an increase in the profitability of assets and capital, which opens up opportunities for commercial bank development. Competitive bank is the most attractive for the customers. The directions of increasing the competitiveness of commercial banks in modern conditions have been established, based on collected and analyzed primary marketing information they are: active use of sales promotion measures for regular customers; updating of information on the bank's website; providing information about new bank offers to clients' e-mail; providing the possibility of ordering a banking product online; increasing of the bank's reputation. Based on this article, the proposals on the use of discounts for regular customers by commercial banks of Ukraine depending on the term of cooperation with them, enhancing the image of the bank, have been developed. In terms of attracting customer attention, it is important to offer innovative products to banks, the recommendations of which are given in the article. The scientific novelty of the work is to use a comprehensive approach to determine the ways of marketing commodity improvement, communication policy of a banking institution in order to increase its competitiveness in the market. The practical significance of the results is that the developed proposals will allow commercial banks to expand their client data

Keywords

• commercial bank
• competitiveness of banking institution
• banking innovational products
• cumulative discount system
• increasing image of the bank